University of Southern California

Los Angeles,

Student Union Market Analysis, Financial Analysis, And Design Review

The University of Southern California selected B&D in 1998 to review the existing plans for renovating its student union facilities. Our scope of work included reviewing the existing drawings and site plan, a detailed market analysis including a written survey tool, focus groups and peer school analysis, financial analysis, and referendum assistance. Then in 1999 we sub-consulted with Cannon Design to develop a conceptual site design and cost estimates. Realizing the importance of the union to the overall quality of campus life, the role it played in the future development of the university’s campus community, and the difficulty of passing any fee referendum at the school, we recommended the university bypass the union renovation project and replace it with a more comprehensive option to better meet the needs of the campus over the next century. The result was an exciting, vibrant Main Street to be developed through the union. New spaces would include an expanded food court, computer labs, a study, and social rooms. The estimated student fee would be $35 per semester. More than ten years later, this vision came to fruition. The 194,000 SF, $136 million Ronald Tutor Campus Center opened in 2010 and achieved LEED Gold certification that same year.